Wilsonart White Paper for Residential Trade

At Wilsonart, we understand that future demand is a combination of past experiences and emerging societal needs. We are working with the most educated and inspired homeowner base, and they deserve to have their needs met without sacrificing important elements of home design. We also know the kitchen remodeling process is high emotion vs. other home projects, as they are deeply complex and the heart of the home. We offer an extensive portfolio across various materials and designs, allowing us to provide personalized solutions tailored to individual home spaces, design preferences, and budgets. 

Countertops have become the equivalent of a timeless “little black dress,” symbolizing a personal style statement that sets the tone for kitchen decor. Having a depth of product choice – Wilsonart® Quartz, Wilsonart® Solid Surface, Wilsonart® THINSCAPE® Performance Tops, and Wilsonart® High Pressure Laminate – is critical to today’s consumer who has so much inspiration available via social media. 

Traditionally, homeowners would replace countertops out of necessity or distress. However, our findings indicate a shift in mindset, with many now opting for replacements to embrace a style change or something new. 

With engineered surfaces, consumers are guaranteed easy maintenance and longevity in their selection. The frequency of durable product refreshes has also increased due to longer home life stages. Homeowners have gone from living in their current home on average for five years in 1985 to a median homeowner tenure of 13.2 years, which is a three-year increase just over the last decade. In fact, 35% of homeowners have lived in their homes for 10 to 15 years, and many Baby Boomers are reaching the 20-year mark or more. (U.S. Census Bureau). Designers, remodelers, and builders must anticipate more frequent “low-mobility remodels” going forward, particularly as younger generations enter the home market with a higher price tag than prior generations. Wilsonart constantly monitors design trends to stay current, such as the deeper dark stone looks from our HPL Pietra Noir, which brings a moody marble aesthetic to the mainstream. We also recognize that our materials are being utilized beyond countertops as homes continue to adopt multifunctional aspects. A good example of this is our THINSCAPE, a perfect solution for expanding products in new spaces and places due to its European-inspired ½-inch thickness. 

When asked what attributes today’s consumer values most in a kitchen countertop, Wilsonart’s extensive data shows that they are looking for countertops that are easy to install, stain resistant, and have a high-end look. Almost all consumers decide on color first (88%), innovative materials (86%), as well as easy maintenance (85%). There is design confidence among the younger adult generations, partly due to becoming homeowners at a later age than prior generations. Among Millennials, 42% have bought a home by the time they are 30, whereas 51% of Baby Boomers had accomplished homeownership by this time at the same age. 

Moreover, Wilsonart’s material innovation and selection depth brings “Grown Up Glam” design for every budget. From HPL statement stones like Zanara and Borghini Marble for ‘marble-slab look’ islands to the 2023 Solid Surface introductions like Calacatta Perlato which allow the power of texture to come through in the design with a new serenity. These are just a few of the design-forward looks bringing an artistically elevated visual playlist to the most important room of the house. 

Homes have become everything to today’s consumer who embraces indoor-outdoor living, open floor plans, multi-use functionality, and hybrid workspaces. Being in the home 24/7 causes us to reimagine the space for new needs, whether it is small areas with big statements (such as the rising excitement of the design-worthy guest bathroom), repurposed rooms (the multi-functional mud room) or new relaxation zones for wellbeing (hobby areas, reading nooks and entertainment rooms). Basement remodels and garages repurposed for living space are trending up. Furthermore, the trend of entertaining at home has seen a significant rise. 

Notably, we are observing the inclusion of multiple bars and beverage stations throughout residences. Consequently, it comes as no surprise that homeowners seek the key features provided by solid surface countertops. When asked about their associations with Solid Surface, consumers most commonly answered practicality (39%) and modernity (31%). Furthermore, respondents listed “a variety of color options” (61%) and “easy to clean/maintain” (53%) as evoking positive emotions when considering solid surface. 

To remain relevant to today’s homeowners, it is crucial to address their key areas of concern: durability, sustainability, sensory enhancements, visual excitement, and crafted luxury. Moreover, the ability to personalize design to a particular taste has become essential. From quiet luxury to design boldness, consumers want a wide selection. Our research at Wilsonart confirms that modern homeowners expect their countertops to offer a high-end look, increase the resale value of their home, and provide a quality product with easy maintenance. 

Despite shifting reliance on digital shopping post-COVID, consumers still want to see countertop surfaces in person before purchasing. 

Today’s homes face a range of challenges that differ from those in the past. We have incorporated numerous functions into our homes, transforming them into spaces for work, play, study, exercise, and more. Multigenerational living arrangements are on the rise, and our expectations for products have evolved, necessitating durability without compromising design, materials that evoke excitement without straining our budgets, and relevant solutions for new home spaces.

We also address hidden zones like walk-in pantries and master bedroom beverage stations, and pathway zones like hallways. Moreover, the growing need for hyper-personalization in kitchens has led to the emergence of niche spaces within this central hub of the home. These include double kitchens with hidden work areas, integrated features for pets, and coffee bars, among others. The strength of Wilsonart’s portfolio lies in its ability to offer a diverse range of products that can achieve any trending look while accommodating various budgets, performance requirements, and aesthetic preferences. Our team of experts understands the profound impact that on-trend design and application have on the happiness and well-being of homeowners. We are dedicated to providing solutions that not only meet their expectations but also elevate their living experiences. At Wilsonart, we are thrilled to share the extensive insights gained from our exclusive research, reaffirming that our product range aligns perfectly with the expectations of today’s homeowners.